Amazing Service Rule #25

Years ago I heard a quote that goes something like: “Nothing is
sweeter than the sound of a person’s own name.” I don’t know who first
said this but I agree with them. When we hear someone say our name, it
brings us closer to that person. It suggests they are a friend. At the
very least it says they care enough to know and use our name.

When you use a customer’s name, you
break down a lot of barriers that can block communication. You position
yourself for a better relationship with your customer. Plus it helps
you remember and recognize your customers. It’s easier (and more fun)
to acknowledge them when you can use their name.

In fact, as I write this, I am sitting in the waiting area of my auto service place
(the only one I use). When I call or stop in they know me. They know my
wife. They know my car. And if Bruce, the owner is in, he’ll come out,
shake my hand and chat. I never have to tell them who I am. (I feel
like Norm at Cheers.)

A big reason I stick with Bruce and his crew is because they make it
a point to remember their customers. That makes me feel important. And
it all starts with my name.

Earlier today I was chatting with a friend whose family
is in the restaurant business. He told me a story of how his
grandfather used to show him how to welcome guests to their restaurant.
He said it’s like welcoming a guest into your home. And it works
because his family’s restaurants have some of the most loyal customers
in the business.

This is an easy way to keep your customers coming back and it costs
nothing. Make this a standard for 2009. Commit to using your customer’s
names whenever possible when you are in direct contact with them (even
email). Get everyone in your organization doing this. Then watch what
happens. I think you’ll like the results.